In response, a trade group has set up an opt-out web page, where consumers can voluntarily decide to not receive the publication.

Chiu claims that 1.6 million books are delivered annually in the city, creating a hypothetical stack that would be 300 Trans America buildings tall. Also, there is a $1 million cost to recycle all those tomes, too.

But the recycling aspect is touted by the publisher as a good thing, as they defend their right to distribute the amarillo pages.

The SF Chronicle called area businesses to see if they still advertised in the brick-and-paper book.

More than a dozen businesses contacted by The Chronicle said they no longer advertise in the Yellow Pages. "We get a lot more mileage online," said Carol Covington, owner of Blow Up Lab, a digital photo and graphics business in the city.